PRESENTED BY: Brendan Hart, SVP of Marketing & Business Intelligence at National Geographic Digital Media
RECORDED AT:'s Supergenius Conference in New York City on July 20, 2010
------------------------------------------------------------------------------------------------------------------------------------------------------ is where you’ll learn to be a great word of mouth marketer.

To see more great case studies like this one, check out our upcoming Word of Mouth Crash Course conference at

Below is live coverage from the presentation:

-- Brendan starts his session on how to be awesome on Twitter and Facebook. Some key questions:

1. How do I grow my followers?

2. What kind of content should I post?

3. What's the point?

-- Conversation between National Geographic and a customer now moves from customer to customer. Here are some strategic foundations for National Geographic's approach:

1. Facebook and Twitter are 2 different platforms.

2. Build the core team around your authentic voice.

3. Define your unique consumer-proposition.

4. Have a fan-first contact strategy.

5. ROI is a critical focus

6. Paid vs. organic growth

-- Facebook tactics that work:

1. Know your audience -- what are Facebook insights telling you?

2. Test different types of content -- what drives the most likes or comments?

3. How does popular & conversational content align with your marketing priorities?

4. How is Facebook best used to amplify your multi-channel marketing mix?

--Twitter tactics that work:

1. Increase your frequency vs. other social outposts

2. Be provocative.

3. Engage your followers

1. Not every tweet is a good Facebook post.

2. Let the feedback from one channel optimize content on the other.

3. Give consumers a real benefit.

--Three key lessons:

1. Feedback is key to being awesome.

2. Tracking & testing should drive your content and promotions strategy.

3. Developing your voice is key to building loyal followers.

--In the end, you have to realize:

1. SM is not an advertising format

2. Gimmicks don't build loyalty

3. There's no transitive property -- if it works on one platform, it may not work on others.

Love this live coverage? It's all thanks to the fantastically fantastic blogging of David Polinchock.

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